Journal of Hospitality and Tourism Technology

Kim, Sang Soo; Choi, Jin Yong; Koo, Chulmo

2022 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-09-2020-0212

Among a wide array of information and communication technologies (ICTs) used to directly or indirectly support the mega events are reality boosting technologies and smart tourism technologies. Building upon the halo effect, this study aims to explain the connection between satisfaction with ICTs used in mega event, national image and event participants’ future behavior.Design/methodology/approachThe analyzed data included survey responses from 246 foreigners who visited PyeongChang as a visitor for the 2018 Winter Olympics.FindingsThe results showed that both reality boosting technologies and smart tourism technologies directly or indirectly influence overall experience satisfaction by way of transaction satisfaction. Furthermore, the two types of satisfaction were found to positively influence the national image of the host country, which consequently has a positive effect on visitors’ future behavior.Originality/valueThis study aimed to explore two different roles of ICTs in mega events by focusing more on the visitors who came to PyeongChang for the Olympics. The originality of this study lies in its attempt to examine the mechanisms in which visitors’ satisfaction from ICT-based experiences in mega events contributes to forming a positive image toward the host country.

Parvez, M. Omar; Arasli, Huseyin; Ozturen, Ali; Lodhi, Rab Nawaz; Ongsakul, Viput

2022 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-09-2021-0267

This study aims to extend the technology acceptance model (TAM) to examine whether the introduction of robots influences employees’ behavioral intentions to use robots and awareness of robots to promote human–robot collaboration (HRC). Besides, the role of strategic human resource management (HRM) involvement as a moderator in the perception of robots as a team member was investigated.Design/methodology/approachData were collected from 500 respondents via the Amazon Mechanical Turk platform. After data cleaning, 329 valid responses were analyzed. Partial least squares structural equation modeling was applied using Smart PLS Ver. 3.0 to test the study’s measurement and proposed research model.FindingsThe study results show that robots’ perceived usefulness and ease of use positively influence employees’ behavioral intentions to use robots. In addition, the advantages and disadvantages of robots have a positive impact on robot awareness. Employees’ behavioral intentions and awareness contribute positively to HRC. On the other hand, the moderating role of strategic human resources (HR’s) involvement in the relationships was insignificant.Research limitations/implicationsThis study provides an exclusively applied understanding of robot presence and embodiment relevant to real-world HRC. In the travel, tourism and hospitality (TTH) industry, employees’ intention to use robots and robot awareness are significant factors. However, HRM involvement without the acceptance of robots could not enhance HRC.Originality/valueBased on the literature review, to the best of the authors’ knowledge, this study is one of the first on this topic and extends TAM with new antecedents related to robot use, robot awareness and HRC in the TTH industry. In addition, this model attempts to determine the factors that favor HRC in the industry. This study also assessed the moderating role of strategic HR’s involvement in the behavioral intention of robot use, robot awareness and HRC.

Tam, Carlos; Barroso, Maria; Cruz-Jesus, Frederico

2022 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-12-2020-0316

Low-cost carriers’ (LCC) worldwide market share is gaining momentum. This paper aims to propose using the expectation confirmation model (ECM) combined with brand awareness and image, website quality and visual appeal to evaluate the continuance use intention of low-cost airlines (LCA) websites.Design/methodology/approachThe empirical approach was based on an online survey of 272 individuals collected in Portugal. The data were analyzed using structural equation modeling.FindingsBrand awareness, brand image and satisfaction are the variables that best explain continuance intention. The leftover constructs can empirically explain ECM.Originality/valueThis study seeks to understand the significance of brand awareness and image, website quality and visual appeal in LCA websites’ confirmation and continuance use intention. Understanding the influence on confirmation and long-term viability, strategies based on these conclusions are proposed for LCC companies to better promote consumers’ continuance use intention.

Sung, Billy; Stankovic, Michelle; Lee, Sean; Anderson, Kevin

2022 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-02-2021-0039

This paper aims to test whether passive Wi-Fi visitor analytics is a useful and effective method to measure consumer engagement towards food trucks located within an outdoor activation area at an Australian metropolitan university.Design/methodology/approachUsing passive Wi-Fi visitor analytics to ping and track smart devices, data was collected over 90 weekdays capturing data from 522,548 unique smart devices.FindingsThe data collected in this feasibility study was able to identify the most and least popular food trucks by displaying the differences in both bounce and engagement rates, suggesting that passive Wi-Fi visitor analytics are feasible and useful in this context. Furthermore, the results also demonstrate that food truck vendors and marketers should not engage in random rotation, but instead remain static to try and increase familiarity.Originality/valueCurrent visitor tracking technology (i.e. ticketed sales, sales data and survey) is limited as it may not provide an accurate measurement of foot traffic, identify engaged patrons who passed by but did not complete a purchase and be available due to commercial sensitivity and confidentiality. Thus, the current research is the first to examine customer engagement (i.e. unengaged walk-by vs engaged but bounced vs engaged sales) with food trucks within an activation area by using passive Wi-Fi visitor analytics.

Ongsakul, Viput; Kajla, Tanveer; Raj, Sahil; Khoa, Tran Tien; Ahmed, Zafar U.

2022 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-07-2020-0179

The paper aims to find the preferences of different tourist type. Since, COVID-19 pandemic has brought the international hospitality industry to a standstill, there are some early signs of recovery. For this industry’s long-term recovery, the tourists’ changing preferences need to be analyzed. Moreover, with different types of tourists, a more nuanced and in-depth study is required to analyze the preferences of each tourist type.Design/methodology/approachThe research focuses on the changing preferences of the tourist by comparatively analyzing the pre-COVID-19 and current COVID-19 phase. The study extracted online data from TripAdvisor and identified themes by applying Latent Dirichlet Allocation (LDA).FindingsThe study’s findings confirmed the change in preferences of the different types of tourists during the COVID-19 pandemic by performing thematic analysis. New themes emerged in the pandemic phase, providing more insights into tourists’ changing preferences in the current COVID-19 phase. The study also found that specific dominant themes in the pre-COVID-19 phase were replaced by new themes in the current COVID-19 phase.Originality/valueTo the best of the authors’ knowledge, this study is the first to compare the pre-COVID-19 and current COVID-19 phase themes to decipher the new themes that managers of the hotels should consider to win back tourists’ confidence during the pandemic. The unraveling of changing preferences of the different tourist types in the current COVID-19 pandemic is the novel contribution of the study.

Milman, Ady; Tasci, Asli D.A.

2022 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-03-2021-0102

This study aims to understand the theme park visitors’ perceived robotic qualities featured in four different robots, assess their robotic functions and consumers’ loyalty toward four different robotic server types.Design/methodology/approachA structured online survey of 399 respondents measured and compared consumer perceptions related to qualities and functions of robots in a theme park context and consumers’ behavioral intentions in four different robotic scenarios – anime, cartoon-like, human-like and animal-like robots in theme parks. Survey data were collected on an online platform and analyzed by SPSS.FindingsThe results showed some expected differences in robotic qualities among the different robot-type scenarios, but similar reactions overall. The findings also provided insight into the type of robots that consumers prefer and showed a little more preference toward human-like robotic servers.Research limitations/implicationsThe study was restricted to several robotic scenarios in North American theme parks. Future qualitative and quantitative studies should look in more detail at theme park visitors’ participation in the robotic service delivery process, the robots’ mobility and interactions with fellow visitors.Practical implicationsThe findings can guide practitioners on robots’ looks, qualities and functionalities to consider for introducing to their patrons to create more interactive environments and experiences.Originality/valueThe study revealed some new knowledge about consumer expectations for robotic servers in theme parks. To the best of the authors’ knowledge, this is the first study that compares different robot types on their perceived appearance, qualities and functionality, or consumers’ behavioral tendencies in the context of theme parks.

Beldona, Srikanth; Kher, Hemant V.; Lin, Kunwei

2022 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-07-2021-0209

Regulatory focus theory proposes that people make decisions and engage in the pursuit of goals based on either promotional goals indicating sensitivity to gains/nongains or preventional goals reflecting sensitivity to losses/nonlosses (Aaker and Lee, 2001). The purpose of this study is to examine the roles of regulatory foci and their impact on the perceived value and usage of location-based services (LBS) in travel experiences.Design/methodology/approachTravel planning strategies are framed along promotional or preventional lines to evaluate regulatory focus orientation and respondents’ perceptions of value in location-based marketing (LBM) services are examined. Regression analysis evaluates the primary relationships, followed by analysis evaluating the mediating effects of “travel interest messages” (discount coupons, etc.) in the regulatory-focus-perceived value in LBM relationship.FindingsThe findings indicate that the effects of promotional focus are significantly greater than those of preventional regulatory focus. Additionally, the importance of travel interest messages (discount coupons, maps, etc.) was more significant with a promotional regulatory focus than preventional regulatory focus orientation.Practical implicationsThe findings provide proof of regulatory focus as a differentiator in travel consumption behavior and demonstrate how it can be used to effectively target marketing messages to augment the travel experience. Destination marketing organizations can apply regulatory focus theory in organizational settings in the areas of leadership, decision-making and front-line employee creativity that can enhance the delivery of memorable travel experiences.Originality/valueTo the best of the authors’ knowledge, this study is one of the first to examine the relationship between gains-focused/risk-averse travel planning and their impact on perceptions of value in LBS programs in travel experiences.